According to a recent Specific Media study using Comscore data, Display Advertising and Search Marketing are directly correlated. In particular brand and segment related searches jumped by over 100% in a number of areas where consumers were exposed to both display ads and search ads.
The impact of display ads on search – emarketer.com
The report went on to say that search clickers exposed to brand advertising were 22% more likely to produce a sale than those that did not view a display ad. It should be noted that such increases in performance are not merely limited to areas where just display and search are used. The recent Enquiro/Google study suggested that where priority visibility on both paid and organic search were occupied – brand association and purchase intent increased by circa 16%.
Further to this Microsoft’s Young-Bean Song said in a recent article on Clickz that the study results highlighted that search alone was not a standalone solution to customer acquisition
“The issue we have with navigational search is that it completely obliterates the value we’re creating from other digital marketing we’re doing,” Mr. Song told ClickZ. “The idea that search is this magical fountain of customer acquisition—in many cases it’s not.”
There is no doubting that search is reliant on other forms of advertising, one only has to look at other bits of research published over the last couple of years, such as the iProspect Search influencers study, which highlighted that two-thirds (67%) of search engine users are driven to search by an offline channel (37% of them because of TV advertising), and 39% of those offline-influenced search users ultimately make a purchase from the company that prompted their initial search – to see how much more effective search is as part of a multichannel marketing mix.
As budgets become tighter, marketing spends will have to work far harder – however online does have a significant advantage in terms of accountability, key in an environment where ever bit counts. That doesn’t mean however that other channels should be ignored…